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Rahul Dua in P&G Shiksha campaign, in a not-so-humorous way, aims to educate about something

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On May 22, 2024, P&G India launched new campaign with stand-up comedian Rahul Dua #StandUpForLearningGap campaign under its CSR campaign, P&G Shiksha. The campaign uses humor to highlight the issue of learning gaps among children.

Rahul Dua features in P&G Shiksha campaign

Campaign Introduction:

On May 22, 2024, Procter & Gamble (P&G) India initiated a campaign within its CSR framework, P&G Shiksha, dubbed #StandUpForLearningGap. The campaign features stand-up comedian Rahul Dua and aims to shed light on the issue of learning gaps in children through humor.

Campaign Execution:

Conceptualized by Leo Burnett, the campaign’s film commences with two memes displayed at Dua’s stand-up comedy show. Here, a journalist poses basic math questions to children, who misinterpret and answer incorrectly, inciting laughter from the audience. Amidst the amusement, Dua challenges the audience, asking if they’d find it funny if their child was in the video. This prompts a shift in focus, as viewers realize that the incorrect responses in the memes reflect underlying learning gaps.

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Media Strategy:

Regarding the media mix, Desai outlines that the campaign will draw from factors such as challenge, cultural context, key message, and desired consumer takeaway. P&G Shiksha has championed addressing the learning gap for 19 years, impacting the lives of 45 lakh children since its inception in 2005. Desai emphasizes the significance of sustained efforts on such a scale, noting the program’s substantial credibility in the public eye.

What do experts have to say about this campaign?

Abhishek Desai

“We wanted to take this same reaction to parents, guardians, teachers, and siblings. It is for them to understand what is going on. So that was the intent of leveraging humour only to set the context and for people to acknowledge and understand this and stand up in solidarity,” Abhishek Desai says.

“Our media mix is very dynamic. We believe every platform has a role to play, given the broad audience we are targeting. We are just getting started, and you will soon see various advocates and key opinion leaders on social media discussing the cause and driving awareness to a larger audience,”

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In conclusion, the #StandUpForLearningGap campaign by P&G India, featuring Rahul Dua, skillfully uses humor to address the critical issue of learning gaps among children. Conceptualized by Leo Burnett, the campaign not only engages the audience through relatable and humorous content but also delivers a powerful message about the importance of education. With a strong media strategy and a legacy of impactful work through P&G Shiksha, the initiative underscores the company’s long-term commitment to improving educational outcomes, having positively influenced the lives of 45 lakh children over the past 19 years.

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